IMC Campaign Final Project

Peninsula SPCA IMC Campaign

Organization overview

The Peninsula Society for the Prevention of Cruelty to Animals has provided shelter and adoption services for the homeless pets of Hampton, Newport News, Poquoson, and York County since 1963. In 2015, the Peninsula SPCA transitioned to be an Adoption Guarantee, or “no kill” animal shelter. The Peninsula SPCA offers educational classes, outreach programs, volunteer opportunities to the local community. Over 45,000 animals have been placed into loving homes by the SPCA since the organization’s inception.

Target market analysis

The Peninsula SPCA’s target market includes:

  • Families with children
  • Singles and young professionals
  • Seniors

The Peninsula SPCA’s target audience focuses on families with children, singles/young professionals and seniors currently in the market for a pet, former pet owners, and those open to the idea of having a pet as part of their family in the future. Further adoption guidelines and requirements narrow the target market further to [financially] stable citizens in good standing with the state/federal government, per a mandatory background check.

Communications strategy

The main focus of this communications strategy is to amplify the branded messaging, “Adopt, Don’t Shop” and “You can’t buy love, but you can rescue it”. This messaging is tailored to audiences in the market for welcoming a pet into their home, but encouraging them to support the Peninsula SPCA and efforts to improve the quality of life of homeless and special needs pets by rescuing  animals instead of shopping designer breeds. This comprehensive campaign proposal includes digital marketing initiatives (social media, website, rebranded logo design), data-driven journalism (infographic), and print promotions (direct mail, promotional flyers, and branded informational pocket folders) to reach target audiences in a variety of mediums to maximize reach and strengthen brand identity.


Previous logo:

SPCA transparent logo

Rebranded logo:

spca logo

Design elements and color psychology:

The Peninsula SPCA is a non-profit, no-kill animal shelter that places homeless and special needs animals in loving homes. To really make color psychology work for us and not against us, I wanted to pull in hues of blues and pinks.

Blue: the color of peace and calm, which is quite fitting for an animal shelter- think safety. Serenity, calm, and clarity. Value in integrity. 

Pink: the color of kind, gentle love. Represents nurture, safety and vulnerability. 

Typography and element choices:

Lemon/Milk font and clean vector icons were strategic. Peninsula SPCA is a non-profit and many non-profits don’t have a hefty marketing budget to make frequent design updates, etc. They needed a rebranded logo that was clean and timeless, but that would also print black and white.

Promotional Print Collateral

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The print marketing collateral created for this campaign can be used in fundraising initiatives (i.e. informational folders and postcards) and at marketing events to promote the brand while maintaining a consistent brand identity. The pieces were designed to stand as individual collateral as well as work together to make a comprehensive print campaign.

Social Media

SPCA Social Media Facebook Cover 1SPCA Social Media Facebook Cover 2SPCA Social Media Facebook Cover 3

The purpose of the social media campaign for the Peninsula SPCA is to create engagement and an emotional connection with the target audience; convince the target audience that adopting a rescue animal is more valuable to their family and the local community than purchasing a designer breeder pet. To create successful engagement and connection, content should feature personal stories about the shelter animals available for adoption, as well as high quality images of the animals. Past rescue families and adoptees stories should be featured, sharing emotional moments for both the rescue animals and the families who have adopted animals. Video content is an excellent medium to share effective story telling to convey the message of “you can’t buy love, but you can rescue it”. Video storytelling is a high value content piece that will require more resources to create, but will encourage people to share (and therefore increase reach and traffic) because there is an emotional response.

In addition to utilizing Facebook to target seniors and families, it is my recommendation that the Peninsula SPCA utilize Instagram to target their younger demographics. Instagram is home to the lifestyle and influencer blogging movement, making this a prime platform to attract younger followers and present persuasive content that is pro-rescue.

As with all technology mediums, the target audience will vary slightly per medium (i.e. Facebook campaigns will be targeted towards families and seniors ages 32+, while Instagram will be used to engage with the age range 18-31). With recent updates to Facebook algorithms affecting pages and small businesses, it is important for Peninsula SPCA to post no more than once a day, and mostly in the evening time to capture traffic from the target market that is surfing social media after dinner before bedtime. Instagram should be utilized to post twice a day- once before 10:00 AM and once in the evening time to pull millennial traffic between 8:00 PM and 10:00 PM.

In order to maximize social media campaigns, it’s important that content is effectively scheduled out and posted regularly in order to create a consistency with brand identity and increase recognition and engagement with the target audience. Creating and maintaining a content calendar that is updated monthly is an effective tool for tracking and planning for content creation.


SPCA Infographic

* I am not affiliated with Peninsula SPCA or the ASPCA brand. The content you see above is for educational purposes only.

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Infographics and Data-driven Journalism

With data-driven journalism on the rise, infographics (also known as information graphics) are an effective medium to deliver data + visuals to your target market.

Practicing with infographics this week, I focused on creating a simple infographic for… that’s right. Bananas. (Cue Gwen Stefani’s B-A-N-A-N-A-S).

Sourcing interesting facts about bananas from this article, I focused on incorporating simple icons and brief facts for effective information retention.

Icon vectors were sourced from The Noun Project, which is a great resource when you’re in a crunch for pre-made vectors.

Lemon Milk was the font selection for both the title and the body copy. Confession: this font makes it into almost every design of mine. It’s just too fab and versatile.


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Airbnb Social Media Marketing Campaign

Social Media Marketing Campaign


Selecting a travel brand to create a spring break social media marketing campaign for was an easy decision with the the exciting expansion Airbnb has recently introduced (they’re now offering experiences in addition to places to stay).

Working for a startup myself and the interest I’ve always had for brands and their voices, Airbnb’s story is one for the books. Airbnb’s almost failure is one of my favorite startup stories. Read about how Airbnb’s future was banking on a box of cereal. What?! Cereal?

Airbnb is experiencing rapid global growth, encouraging others to share their peace of the earth with others… and it’s awesome.


I wanted to bring in images that represented more than just the typical beach spring break trip. I wanted Airbnb’s campaign to say “Get out there and get lost in a part of the world you haven’t seen before.” For the Facebook cover images, I wanted to tie in elements of red to stay consistent with Airbnb’s branding and to illicit a feeling of courage and bravery with the consumer.

For the Snapchat geo filter, I wanted the logo to be present but also symbols that represent the spirit of travel and adventure that Airbnb embodies.

What do you think? What are your favorite brands and how do they make you feel? Let me know!

*I am in no way affiliated with the Airbnb brand. This project is for educational purposes only.

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Email Marketing Campaign

Creating an Easter holiday email campaign for Peeps

Surprise! The bunnies are back.

To piggyback on the web ad campaign I created for Peeps brand (which you can take a peek at right here), I took it a step further to round out the integrated marketing communications efforts and build out a mock up email campaign.

The color palette, font choices, and messaging remained the same from the web ads to this new piece; the goal is to present a strong brand identity across platforms in order to increase brand recognition with consumers.

Applying a blue gradient background brought in the feel of a bright, spring sky and really tied in with the blue hue of one of the bunny peeps offered in Peeps line of ‘mallows.

Using images of actual peep bunny ears to create a border was a play off of Easter grass, paired with the gradient blue sky.



*This project is for educational purposes only. I am in no way affiliated with the Peeps brand or with Just Born, Inc.

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Hoppy Easter, Peeps. Project 11- Web Ads

Web Ad Campaigns

This week I was tasked with creating a series of web ads (leaderboard, rectangle ad, animated GIF skyscraper ad, and button) that are consistent with messaging and aesthetic for a brand of my choosing.

Since Christmas is the obvious go-to for retail holiday campaigns, I chose to go a different route since Easter is just around the corner! Who doesn’t love peeps? And by love Peeps I mean “who hasn’t used Peeps for an amazing DIY craft project at some point in their life?”

The fun branding and pops of color were just the inspiration I needed to choose Peeps for this project.

Applying a blue gradient background brought in the feel of a bright, spring sky and really tied in with the blue hue of one of the bunny peeps offered in Peeps line of ‘mallows.

In recent years, Peeps has added additional creatures to their ‘mallow lineup in an effort to grow their business beyond the spring season and expand out of the Easter niche, but there were just too many bunny puns to even think about going with an alternative!

Using images of actual peep bunny ears to create a border was a play off of Easter grass, paired with the gradient blue sky.

To create consistency across the ads, the logo placement, color palette and use of the bunny ears as a border stayed the same to bring in brand consistency and strengthen brand identity with this campaign.

My favorite part of this project was creating an animated (GIF) file in Photoshop to create the ad with bunnies popping out of the bottom of the ad. “SURPRISE! Now you see me, now you don’t!”

The hopping bunnies brought in a playful, cheeky element to the ad that works well with the fun nature of the Peeps brand.

Cheers, peeps!
























*I am in no way affiliated with the Peeps brand. The images and content used are for educational purposes only.

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Mama’s Boy Wireframe & Website Mockup

Mama’s Boy Athens

Any UGA alum will tell you that Mama’s Boy is an icon in Athens even beyond your undergraduate days. I now live 700 miles from that sweet little shack of a food heaven but whenever we’re within driving distance, I make sure to pay homage to Mama’s Boy for my doctor recommended dose of biscuits and gravy.

Creating a wireframe before you begin on a web design project is a way to map out your elements in a minimalist way to give you an idea as to how the mockup will look when real elements are incorporated.

Keeping the design simple and letting the Mama’s Boy food culture speak for itself, I opted to use a food image as a hero image to immediately draw attention to what MB offers.

Yummy buttery goodness is the answer, by the way.


My main goals with this website were to:

  • Show you what they’ve got goin’ on in the kitchen (beautifully produced food)
  • Contact/reservation options
  • Specials
  • Call-to-action (let us cater your next event!)

*I am in no way affiliated with the Mama’s Boy brand. The images and information used to create a mockup of the brand’s website are strictly for educational purposes.

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Mood Board

Mood boards as part of the design process

What is a mood board and why should a designer incorporate them into their brainstorming process? Mood boards are a compilation of colors, textures, type, and materials used to narrow in on stylistic inspiration for a particular brand or concept.

Mood board = visual brain dump.

Inspiration can be derived from elements within your board for your personal brand, client’s brands, home design; it’s a multi-faceted tool to bring your vision to life.

The freezing temps here in Virginia have me craving dry, desert tropicale climates and I needed my mood board to reflect the gorgeous cactus and sand inspired hues to get me through the remaining winter months. Long live summer.

Desert Tropicale (still love white, Jo Jo)

Don’t get me wrong, I love neutrals as much as the next millennial designer (insert *ecstatic look from my husband as I announce I’m painting yet another room white), but desert tropicale inspired elements give you the perfect excuse to draw on bold tones and dusty pinks and blues that my frozen little creative soul just needs to play with right now.

I pulled in a dusty toned desert sunset and cactus to really play on the dry elements the desert is known for. I love the parallel between my desert images and the lush, bright fruits just waiting to quench that thirst sparked by desert travels.

Color Palette

Ohhhh, picking colors to play well with each other in this mood board was SO fun.

I close my eyes and picture a Palm Springs weekend getaway with ridiculous pops of color.

I’ve mentioned before that I think naming nail polishes would be right up my alley (still waiting on info about how to get hired for that gig) and I’ve gotten into the habit of naming my hex color values for my own entertainment and swatch labeling purposes. Design should be fun! What ways do you take it a step farther to personalize the process?

Mountain Haze Blue, Palm Springs Pink, Cactus Juice, and Desert Lime were the exact tones I wanted to pull from the three mood board images to creative a cohesive style.

Happy designing! (now pass the lime)



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Logo Creation

Ombré Salon



Focusing on logo design, color psychology and messaging, I created a logo for a hypothetical salon with the following target market:

  • A high-end hair salon focusing on modern hairstyles and hair coloring
  • New company located in Los Angeles
  • Target audience: Celebrities, Young professionals ages 21-40, People interested in fashion-forward designs

Color Pscyhology:

The strategy was to pull in hues of purple in a watercolor, ombré pattern to reflect the services offered at a high-end salon. Color psychology shows that purple is often used in luxury beauty products and emulates a soothing experience; who doesn’t love being pampered?

Using varying opacities and brush sizes, I pulled various shades from the same color family to create the waterfall ombré effect.


Font selections were based on the strategy to create a modern, yet trendy vibe. The primary, sans serif font is Mayeka Thin and the secondary, trendy font is Voga.


The Noun Project was the source for the bobby pin style graphics. The original graphic was black, so I used the Quick Selection Tool and Brush to convert the graphic to white. Placing each bobby pin in the original file, I created an X style graphic to draw in an additional element.


A favicon is the small thumbnail you find in the corner of your web browser for each website you visit. A favicon is generally 16 px by 16 px (tee-niny as my hubby says), but I enlarged it for visibility purposes.

Black & White: 

Something to keep in mind while creating a logo is your logo’s effectiveness if converted to a black and white version.

  • Is your message lost or retained?
  • Is contrast effective when converted from color to black and white?

While this list of questions isn’t exhaustive, it’s something designers need to remember when creating a logo. Imagine all the various modifications that can be done to your logo and play around until you’re satisfied that your logo is effective across multiple variations.

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InDesign for the SPCA

For one of my midterm projects, I was tasked with creating a ten page informational guide for a local non-profit while adhering to the basics of design elements, layout, typography and color theory.

The SPCA (Society for Prevention of Animals) was my non-profit of choice because, see images below. Any more questions?

In all sincerity, the Peninsula SPCA is a no-kill, adoption guarantee shelter that runs off of charitable contributions. Transitioning to an adoption guarantee shelter meant that the SPCA left upwards of $1,000,000 in government funding on the table when they stepped away to do the right thing.

If you would like to donate to help keep the shelter up and running,  you can do so right here .

Check out the finished product here: mccart_midsemesterproject

*I am not affiliated with the communications or branding efforts of the SPCA and this project was strictly for educational purposes only. The written content used for the guide was sourced from information provided on the SPCA’s website.

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